Marketing Management: Brand Strategy, Promotion & Distribution

This marketing management assignment covers a range of topics, starting with an analysis of whether a small grocery store should transition from self-service to full-service, justifying the potential benefits. It examines the advantages intermediaries receive from sponsoring house brands, highlighting cost reduction and competitive advantage. The assignment differentiates between public relations and publicity, explaining how the corporate sector utilizes them for brand image and credibility. Furthermore, it discusses how the stages of the product life cycle influence marketing communication strategies, providing examples for each stage. The document also explores qualitative research measures like brand personalization, offering a research model to elicit consumer impressions. It applies the elements of the marketing mix to fast food, sports goods, and entertainment industries, and suggests effective distribution strategies for sports goods, including the use of sponsorship and event management. The assignment identifies factors influencing consumer behavior in luxury purchases, key factors influencing buying decisions, and various market segmentation strategies for supermarket stores. Finally, it discusses how companies can justify their positioning and reposition products online, including considerations for social media campaigns and e-commerce infrastructure, and it outlines the pros and cons of advertising strategies and the effectiveness of on-time marketing.

Running head: MARKETING MANAGEMENT
MARKETING MANAGEMENT
Name of the Student
Name of the University
Author Note

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Sandy is running a small grocery stores with largely self-service but the company is
considering full service store. Discuss and justify is it necessary? If so, what are the
benefit will be driven out from transforming self-service to full service store.
Self-service is a common practice in the sector of small grocery shops. Sandy being
an owner must consider converting the store from a self-service to a full-service store which
can create a unique proposition. This can enable Sandy to gain a potential amount of
customers by providing better customer service and increased the range of the products. Full-
service stores benefits in acquiring customers by adopting an approach of customer service
and offering the broadest range of products possible that can help Sandy’s store to expand.
The growth of “house brands” has skyrocketed in recent years, what benefits do
intermediaries receive from sponsoring their own brands?
The growth in the sector of the house brands has enabled them to be one of the most
profitable brands. Intermediaries can have the potential benefits from these brands as they
reduce the cost in the production. Costs associated with the marketing communication and
designing of the product is also low which helps intermediaries in making better margins.
House brands also provide the distinct stores associated with a brand that is more preferred
by the customers for a specific type of the product; this gives the brands having a competitive
advantage compared to others.
What is called public relation and publicity? How does corporate sector use this an
effective tool for their products?
Public relations is the useful communication tool used by the brands and the
organisations to increase the mutual relationships between the stakeholders of the
organisation by acting as the central source of information however publicity is the way of
communication that is specifically associated with the marketing and involves in influencing
the customers and prospects. These tools affect the corporate sector in creating brand image

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along with providing information about the organisation. These activities also help in
increasing the credibility of the organisation.
How do the stages in product life cycle influences in marketing communications mix?
Provide examples
The stage of the product life cycle is inclusive of the four steps starting from the
Introduction stage where communication is an essential part that must be done extensively
by delivering the information about the product. Growth stage of the product life cycle is
must include the message that can make the product standout from the competition. Maturity
is the stage where the company needs to build a relationship and invest in promotions. The
last stage which is the Decline stage for the company should target in maintaining the trust by
promoting personal selling instead of investing in advertisements.
As a marketing if you plan to conduct your research using qualitative measures like
brand personalization, discuss the research model to ask the respondents in order to
elicit their impression on your brand
The research model that can be used to address the impression of the consumers
regarding the brand can include the technique of brand personification. This is the technique
that can be used to measure the perception of the consumers towards the brand. The
qualitative approach to get the perception of the consumers related to the brand can include a
few steps such as the interviewing the customers which helps for identification of the brand.
The questionnaire can consist of the scaling techniques that can help in measuring the
perception of the consumers towards the brand.
Elements of marketing mix and apply to fast food, sport goods and entertainment
The marketing mix is an important part which includes the elements Product, Price,
Promotion and Place for goods; however, the services industries also includes People,
Process and the Physical Evidence of it. Fast food and entertainment are from the service

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sector that is that is inclusive of the extended marketing mix whereas the sports good is the
sector that is dealing with the product which will be consisting the traditional marketing mix.
The marketing mix can be applied to all three fields (Appendix 1).
Assume that you are working as marketing manager in sport goods industry.
Considering various marketing channels distribution, how could you prefer to the
distribution strategy in the effective way?
One of the most essential parts of any marketing plan is the distribution channel for
their product. The channel of distribution for the sports goods can be inclusive of the
intermediaries such as the wholesaler, distributor and the retailers that can deliver the sports
goods to the consumers. The distribution channel can be beneficial to reach the targeted
customer base in the segmented sector of the sports goods sector with effectiveness.
Under the product of sport wears with a specific brand such as “Nike” brand. If they
wish to provide financial support to an event, justify your answer how sponsorship and
event management can promote their brands.
Sponsorship is a critical factor for the marketing of the company that is associated
with promoting the company as sponsorship can influence the customer mind especially in
the sector of sports goods as the customers are highly motivated. Sponsorship in the correct
event can help the organisations in distinguishing themselves from the competition by
sponsoring the correct events which can enable them to demonstrate the commitment toward
the community of the sports.
Assume a luxury brand of car/bag you bought recently, what are the factors that
influences consumer behavior?
There are a few factors that are associated with consumer behaviour while making a
purchase decision regarding a luxury car. These influential factors are the exclusivity of the

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vehicle, the craftsmanship of the car and the design aspects. One of the distinguishing
element for the luxury cars and the affordable cars is that luxury cars come with the
innovation related to the product design and performance of the vehicle. The quality
associated with luxury car brands is superior compared to other cars. Lastly, the popularity
and the brand image of related to the luxury car brand influence the buying behaviour of the
consumer.
Identify factor associates on our purchase and how it influences buying decisions
The key factors that are associated with influencing the buying decisions are the
economic factor as it determines the buying power of the consumer. The second factor is the
psychological factor that determines the usability of the product and motivates the consumer
in making the purchase decision. The third factor is the cultural factor which is the
association of the consumer with his/her cultural environment which can influence the buying
behaviour. The social factors are one of the factors that can influence the buying behaviour of
the consumers with respect to their social status and the associated groups.
Identify various marketing segmentation for supermarket stores
The market segmentation for the supermarket can be for based on the few segments.
These segments are based on the pace of the shopping, based on the budget, based on the
technology that is being used, based on the range of the products. The shop segmented under
based on the pace offers the buyer to quick check-outs. The shops that are segmented under
the basis of the budget provides more promotional offers along with schemes such as
everyday low price. Based on the range of the products supermarkets are segregated in
hypermarket and departmental stores.

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How could company wants to positioning justify?
The companies can justify their positioning with the help of the few approaches.
These approaches start from justifying the positioning statement, which includes identifying
the point of a difference considering the competitors, features of the products and influencing
the customers' desires. This helps in communicating the advantages of the products creating a
buzz about the product leveraging the different elements of the brand.
If any company wants to reposition their products in the net, how could marketing
proceed? Factors need to be considered
Repositioning is the process that is considered when the present status of a particular
brand changes to a new form. This includes the change in the marketing mix as well. While
considering the internet to reposition a product, there are considerations that need to take care
of. The factors include the campaigns in the social media, targeted group of the customers,
and availability of the products. E-commerce infrastructure of the country has to be
considered while repositioning a product in the internet.
Pros and cons of advertising strategy
Advertising strategy is an important part of marketing communications. It does have
some pros associated with it which is stated below;
Pros:
It helps in creating the value proposition of the brand
It is a way to communicate about the unique proposition that is offered by the product
It helps in identifying the demographically targeted customers
Cons:
It costs the company both time and money
The message can be miscommunicated

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The trend of influencer are becoming more effective in recent years compared to
advertisements
Identify the strategies adapted on on-time marketing
These are the factors that are associated with on-time marketing. The on-time
marketing helps to acquire the right set of customers at the right time. On-time marketing is
considered optimisation of the operations by with the help of agile marketing techniques. It is
concerned about providing the right product to the right customer at the right time. It
minimizes the lead time for a product to reach its customer.

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Appendix:
1. Marketing Mix Matrix
Product Price Place Promotion People Process Physical
Evidence
Fast Food Fast
Food
Items
Reaso
nable
Outlet
s
Through
different
physical
methods
Cook Making
of the
product
Bill
Entertainment Movie
Services
Moder
ate
Theate
rs
Using the
online
Platform
Employ
ees
Ticket
Sports Goods Sports
Apparel
s and
Equipm
ents
At Par
with
the
Marke
t Rates
Shops Sponsoring
the events,
sports
persons
n/a n/a n/a